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Syllabus 2015-16 - 11713001 - Marketing Research (Investigación de marketing)

Caption
  • Level 1: Tutorial support sessions, materials and exams in this language
  • Level 2: Tutorial support sessions, materials, exams and seminars in this language
  • Level 3: Tutorial support sessions, materials, exams, seminars and regular lectures in this language
DEGREE: Grado en Estadística y empresa
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES
ACADEMIC YEAR: 2015-16
COURSE: Marketing Research
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Research
CODE: 11713001 ACADEMIC YEAR: 2015-16
LANGUAGE: English LEVEL: 2
ECTS CREDITS: 6.0 YEAR: 4 SEMESTER: PC
2. LECTURER BASIC INFORMATION
NAME: BARREDA TARRAZONA, RAQUEL
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 124 E-MAIL: rbarreda@ujaen.es P: 953212998
WEBSITE: -
ORCID: https://orcid.org/0000-0002-6971-6213
LANGUAGE: English LEVEL: 2
3. CONTENT DESCRIPTION

1. Focus groups

2. Other qualitative research methods.

3. Frequency Distribution, Cross-tabulation, and Hypothesis Testing 

4. Cluster analysis and segmentation of customers.

5. Discriminant and Logit Analysis.

6. Analysis of variance and multiple regression.

7. Report Preparation and Presentation

 

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

Students must attend 2 seminars:

- The first one will take place at the beginning of the first semester. During this seminar, they will be told what they have to do during the semester in order to pass the final test and the materials they can use to prepare the subject.

- The second seminar will take place during the last month of the first semester (January). In this seminar, a final theoretical and practical test will take place.

Students with special educational needs should contact the Student Attention Service (Servicio de Atención y Ayudas al Estudiante) in order to receive the appropriate academic support

5. ASSESSMENT METHODOLOGY

The final theoretical and practical test will involve the 100% of the final assessment.

6. BOOKLIST
MAIN BOOKLIST:
  • Marketing management: a relationship approach. Edition: 2nd ed.. Author: Hollensen, Svend.. Publisher: New York, NY : Pearson Education, 2010.  (Library)
  • Review of marketing research [Recurso electrónico] .. Edition: -. Author: -. Publisher: Armonk, N.Y. : M.E. Sharpe, 2007.  (Library)